Rawabi

RAWABI IN FOCUS

Rawabi vegetable ghee is an innovation that has swept the retail fats market and changed how people cook forever. The brand has one simple promise: to meet the challenge of matching the authentic taste of Egyptian Fallahy and has sponsored Fallahy Egyptian Taste for 22 years. Ever since its launch, Rawabi has been a household icon in Egypt, with advertising that brought together the best-loved stars over the years.

Thanks to its clear proposition and strategy, Rawabi has achieved 25% market share and the number one spot in the vegetable ghee category.

 

history

  • 1994

    Rawabi is launched

THINGS YOU DIDN’T KNOW

Partnership with Egypt top chef “Naglaa,” traveling all over Egypt to reveal the best authentic recipes.
Promotion of the new notion of “Tashmeer” - slang for pulling off one’s sleeves to indulge in a tasty dish. It’s also an Egyptian custom before tucking into a delicious meal. Rawaby Tashmeer campaign has been ongoing in 2015/16 as well.

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